Abstract

This research is survey research with title “Segmentasi Manfaat Kartu Selular (Studi pada Pelanggan Jasa Operator Telepon Selular Berbasis Teknologi CDMA di Kota Malang). This research have purpose to identify benefit segmentation of cellular card basis in CDMA technology specifically prabayar that consist of FlexiTrendy, Fren Prabayar dan StarOne Prepaid. Population in this research is all user of FlexiTrendy, all user of Fren Prabayar and all user of StarOne Prepaid. Technic of taking sample are used multistage sampling, technic of taking sampling that is cluster sampling because take one of house of village head from five Kecamatan in Malang City that is Kecamatan Kedungkandang (Sawojajar), Kecamatan Klojen (Penanggungan), Kecamatan Blimbing (Bunulrejo), Kecamatan Lowokwaru (Jatimulyo), Kecamatan Sukun (Pisang Candi), then continues with using accidental sampling. Instrument of analysis that used is cluster analysis. Cluster analysis instrument used to data reduction, that is process to shorten amount of variable to be fewer and called it as cluster. Result of analysis show that benefits that expected by customer at FlexiTrendy card cellular, Fren Prabayar and StarOne Prepaid. For FlexiTrendy, first segment consist of 12 people that called “ benefit oriented”, second segment consist of 15 people called “service oriented”, and third segment consist of 13 people which unattention benefit aspect called “apliansi”. For Fren Prabayar, first segment consist of 9 people that called “ speed oriented”, second segment consist of 16 people called “ service oriented” and third segment consist of 15 people which called “benefit oriented”. In StarOne Prepaid, for first segment consist of 9 people that called “service oriented”, second segment with amount 16 people are “apliansi” and third segment consist of 15 people called “ benefit oriented”.

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